Adidas Promo X GIANTS DIGITAL TRYOUT by TBWA\Hakuhodo Tokyo

Adsarchive » Promo » Adidas » X GIANTS DIGITAL TRYOUT

X GIANTS DIGITAL TRYOUT

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Japan
Agency TBWA\Hakuhodo Tokyo
Director Yasuhiko Shimizu
Creative Director Kazoo Sato Associate Creative Director
Art Director Haruhito Nisawadaira
Copywriter Masaharu Kumagai
Designer Keisuke Shimizu Tbwa\hakuhodo
Producer Kentaro Kinoshita
Photographer Makoto Okuguchi
Account Supervisor Wei-Chun Chu
Released March 2010

Credits & Description

Category: Best Use of Games
Advertiser: ADIDAS
Product/Service: ADIDAS BASEBALL
Agency: TBWA\HAKUHODO
Date of First Appearance: Mar 26 2010
Entrant Company: TBWA\HAKUHODO, Tokyo, JAPAN
Entry URL: http://www.tbwahakuhodo.co.jp/award/Digital_Tryout/1/
Creative Director: Kazoo Sato (TBWA Hakuhodo)
Associate Creative Director/Copywriter: Hideyuki Tanaka (TBWA Hakuhodo)
Art Director: Haruhito Nisawadaira (TBWA Hakuhodo)
Copywriter: Masaharu Kumagai (TBWA Hakuhodo)
Designer: Keisuke Shimizu (TBWA Hakuhodo)
Account Supervisor: Wei-Chun Chu (TBWA Hakuhodo)
Producer: Kentaro Kinoshita (Monster)
Director: Yasuhiko Shimizu
Photographer: Makoto Okuguchi
Digital Producer: Tetsuya Arimi (Jena)
Digital Designer: Shinnosuke Kumazawa (Makibishi)
Programmer: Eiji Sugawara (Brave Soft)
Sound Creator: Hiroshi Kawagoe (Step)
Media placement: Digital(PC/Mobile) - Adidas Own Media - 2010.03.26
Media placement: IPhone APP - Itunes - 2010.05.30
Media placement: Event - Tokyo Dome - 2010.05.03
Media placement: WEB MOVIE - Adidas Own Media - 2010.04.30

Describe the objective of the promotion.
THE CHALLENGE:
Come up with a cool and fun digital idea that can create a new bond between the GIANTS, a professional baseball team officially sponsored by adidas, and the young audience mainly in their teens.

Describe how the promotion developed from concept to implementation.
THE SOLUTION:
Develop an iPhone APP “adidas X GIANTS DIGITAL TRYOUT” to test baseball’s 4 basic skills: Pitch, Bat, Run, and Catch. Throughout the baseball season, fans competed with each other digitally, and to raise the level of appeal of the APP, we decided to give the top 9 record holders the privilege to join the GIANTS training camp. A total score will appear on a chart. A monthly top 100 ranking is shown as well, and each month, the top 3 record holders will receive a GIANTS outfit with the original uniform numbers printed on them.

Explain why the method of promotion was most relevant to the product or service.
THE RELEVANCY:
Since GIANTS fans were growing old, and popularity of Japanese baseball itself was fading. We needed to rejuvenate GIANTS fans’ demographics as well as the population. We wanted to provide them with virtual opportunities to play like the professionals, and experience the speed and passion of real baseball, thus the iPhone APP was the most suitable media to materialise it. Our target was digitally literate enough to make full use of the APP. Many instantly downloaded the APP and the news soon spread out among them through many social medias, raising participants of the competition.

Describe the success of the promotion with both client and consumer including some quantifiable results.
THE RESULTS:
The Digital Tryout APP was featured on a popular midnight TV program for the young, diffusing the news to a national scale. The young audience immediately spread the word on various social media. The 9 players who set the best record throughout the year were invited to participate in the GIANTS training camp. They stood on the same baseball field as the professional players, and enjoyed the surreal experience of being part of a professional baseball team.
More than 33,000 Digital Tryout APPs were downloaded, and has scored No.1 in the Free Sports Category. More than 55,000 members have registered in the campaign, contributing to a 200% increase in adidas Baseball category sales in 2010.